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# EMI Interviews 1 Million Music Consumers [Upward Spiral Deep Dive #2]
- URL: https://www.hypebot.com/emi-interviews-1-million-music-consumers-upward-spiral-deep-dive-2/
- Published: 2013-03-21T12:28:00.000Z
- Updated: 2013-03-21T12:28:00.000Z
- Description: At SXSW last week, two heads of EMI's international divisions were joined by music industry consultant Mark Mulligan as they revealed the first findings from a three-year long research project.. Continue reading [https://www.hypebot.com/hypebot/2013/03/emi-interviews-1-million-music-consumers-upward
- Author: Bruce Houghton
- Tags: Podcasts, #wp, #wp-post, #Import 2026-01-21 10:49

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At **SXSW** last week, two heads of **EMI**'s international  
divisions were joined by music industry consultant **Mark Mulligan** as they  
revealed the first findings from a three-year long research project. They have  
i**nterviewed over 1 million music customers** from around the world about their  
listening habits & methods of music discovery. The data was enlightening,  
and the panelists offered some surprising analysis. In today's Deep Dive #2,  
**Jason, Hisham** and **Kyle** analyze these findings and discuss what they might mean  
for the broader music industry.

**The Upward Spiral** is a podcast about the new music industry featuring [Kyle Bylin](https://twitter.com/?ref=hypebot.com#%21/kbylin) ([Live Nation Labs](http://www.livenationlabs.com/?ref=hypebot.com)), music industry consultant [Jason Spitz](https://twitter.com/?ref=hypebot.com#%21/jasonspitz) (Former Director of Marketing at [Topspin](http://www.topspinmedia.com/?ref=hypebot.com)), and [Hisham Dahud](http://twitter.com/hishamdahud?ref=hypebot.com) of [Fame House](http://famehouse.net/?ref=hypebot.com). Along with special guests, the group discusses current events and issues that face artists & music professionals.